It's built on the Unreal Engine 3 so there have been various tricks used to improve visuals based on what would work on other titles sporting the same engine. Programs such as SweetFX were released the day after ACM released which pushes it a little more in the direction of the demo footage as far as visuals are concerned.

Comparison shots are included on the website.

It's not much, but I'll install these goodies and see if they can at least make an impact on the atmosphere and setting.